Markets Free Essays

k Market segmentation Market segmentation  is a  marketing strategy  that involves dividing a broad  target market  into subsets of  consumers  who have common needs, and then be designed and implemented to target these specific customer segments, addressing needs or desires that are believed to be common in this segment, using media that is used by the market segment. Nivea used segmentation at two levels * Micro level * Macro level Micro level segmentation Nivea used micro level nivea devided their product into total health products and beauty products . At micro level Demographic segmentation Demographic segmentation  consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality. We will write a custom essay sample on Markets or any similar topic only for you Order Now Nivea also used demographic segmentation they made male/ female and young/children different segments because male prefers convenience while female needs more luxurious sun products and children also different need from young people. Psychographic segmentation Psychographic segmentation: consumers are divided according to their lifestyle, personality, values and social class. Consumers within the same demographic group can exhibit very different psychographic profiles. Occasions this segments on the basis of  when a product is purchased or consumed There are many different occasions when people need different sun protection like. Holidays, outdoors sports, gardening, working etc.. for e. g. People enjoying holidays in Egypt will need different sun protection factor( SPF) while person in UK needs different SPF. Nivea have considered all these factors and provides wide range of sun products with SPF varying from 4 to 50 Benefit sought This requires marketers to identify and understand the main benefits consumers look for in a product. Primary objective of sun screen is to provide protection from harmful radiation of sun. but how the preferences will be delivered vary from segment to segment. For e. g. men needs convenience like spray applicators for parents it is essential to protect their children from solar radiations so they need high SPH with coloured products. So nevia have different types of sun screen products Geographical segmentation How to cite Markets, Papers Markets Free Essays These markets includes very tough competition; as rivalry in the Brewing industry is increasingly high. SABMILLER tend to own multiple brands with different market positions. In this market, it is much easier for competitors to launch rival products that compete directly on price and thus eroding market share. We will write a custom essay sample on Markets or any similar topic only for you Order Now After analyzing the company’s competition, SABMiller has and still is experiencing this problem; for example in North America; especially recently where lnBev has bought Anhevser-Busch; this has helped the dominant Brewer to enlarge a further space between themselves and SABMiller; which has affected the company’s market share future plans deeply, SABMiller now has to come up with new innovative ideas to try and close the gap between them and A-B lnBev. The American Industry is the largest brewing market by value as rivalry is now more intense than ever, meaning more competitors, are entering into a price war with SABMiller. This has become a huge threat for SABMiller, but it does also hold opportunities to weaken this threat down. For example the company has the opportunity to acquire more stakes in the Brazilian market, or become the owner of China resources which is the largest brewer in China. SAB’s acquisition of Miller was largely due to the pressure from the London Stock Exchange. It is felt that SAB was at risk due to its over reliance of soft currencies in certain market. Even though their core competences were elsewhere, SAB went on with the takeover to please the stakeholders. SABMiller’s South African Culture has shaped the strategic development of the company. It is this culture, which makes their distinct capability of entering emerging markets less imitable. As highlighted in the case study, SABMiller strategy represents synthesis of learning based on the historical developments of the company. How to cite Markets, Papers